Turn on Meta value rules with one click on XMP by Mobvista to drive better results for App promotion and Sales

TL;DR

XMP by Mobvista now supports the bulk creation of Meta value rules for App promotion and Sales campaigns, enabling advertisers to scale value-based optimization while maintaining granular ad-level control. By supporting unique value rule sets for individual ads within a bulk workflow, XMP by Mobvista streamlines campaign setup, minimizes manual effort, and helps teams more precisely allocate budgets toward high-value users and conversion opportunities.

Managing Meta value rules individually across multiple accounts is time-consuming—a friction that only compounds at scale. XMP by Mobvista now supports the bulk creation of Meta value rules for App promotion and Sales campaigns, enabling advertisers to scale value-based optimization while maintaining granular ad-level control.

What are Meta Value Rules?

Meta Value Rules allow advertisers to assign different value weights to specific audiences, placements, and conversion locations, helping campaign delivery align more closely with business priorities. Value Rules can be applied across dimensions including age, gender, location, operating system, device platform, placement, and conversion location, giving advertisers a direct way to signal where returns are more likely to come from.


For advertisers, this means bidding strategy does not have to treat every impression opportunity the same way. Instead, campaigns can reflect where stronger returns are more likely to come from. By building those value signals directly into campaign setup, advertisers can make delivery more responsive to differences in user quality, purchase intent, and conversion context. Meta describes this as a way to better express advertiser-defined value within campaign delivery.


For special ad category campaigns, some targeting dimensions including age, gender, and certain location fields, such as city and DMA - are resitricted by platform policy XMP by Mobvista follows platform requirements during ad creation to help advertisers avoid unsupported options and reduce the risk of setup errors or ad rejection.


In 17 controlled experiments run by Meta across APAC, EMEA, and North America between March and April 2025 — spanning ecommerce, retail, gaming, and consumer goods — campaigns using Value Rules on age and gender dimensions saw conversions from high-value segments increase by up to 2x versus standard delivery.

How XMP by Mobvista Supports Meta Value Rules

XMP by Mobvista now supports Meta value rules for both App promotion and Sales campaigns, streamlining the creation, management, and optimization of value-based ads. This update enables bulk creation and centralized management of value rule sets, helping global advertisers scale their operations with precision. By leveraging these rules, teams can better prioritize high-value users with stronger retention and conversion potential to maximize overall performance.


For example, one rule can increase bid value by 60% for men aged 25 to 44, while another can reduce bid value by 20% for women in the same age range. Users not covered by any Value Rule will follow the default bid. If an ad reaches a 30-year-old male user, Meta will automatically apply the first rule.


With this kind of setup, advertisers can assign different value weights to users based on age, gender, location, and device, allowing budget to flow more naturally toward higher-value audience segments. This helps improve key outcomes such as app installs and sales conversions more effectively.

Easy to Set Up in XMP by Mobvista

To get started:

Go to XMP by Mobvista Meta ad creation → choose App Promotion or Sales → enter bulk creation → open the Bid & Budget section → assign a separate value rule set to each ad

This setup gives advertisers the speed of bulk creation without losing ad-level flexibility. Instead of configuring ads one by one across accounts, teams can prepare campaigns faster, reduce manual work, and still tailor Value Rules for each ad. The result is a workflow that makes Meta Value Rules easier to use at scale, while keeping optimization more precise.


XMP by Mobvista continues to stay closely aligned with major global media platforms, using product updates and technical integration to lower operational barriers and help advertisers stay more competitive. Looking ahead, XMP by Mobvista will keep expanding its intelligent advertising capabilities across more channels and use cases, delivering a more business-ready product experience and supporting sustainable growth in complex global markets.